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Creators of the Lost Art (i.e., Awesome Content)
Becky Tumidolsky, MAPWon 15 December 2014
Transcript of Creators of the Lost Art (i.e., Awesome Content)
Great Content: It's a Dying Art.
The art of great content--
the kind that enlightens, entertains, and brings value to readers
--may not be
. But it's definitely
Shrewd content creators
don't start plotting a course till they know the lay of the land.
don't stoop to
parroting content they've seen before.
Time to Plot a New Course.
Creators of the Lost Art
are fearless. They're shrewd. And they're driven by a spirit of adventure.
is getting buried in a growing avalanche of:
"me too" content; and
In their quest for content excellence, they chart their own course.
Let's follow their thought process, step by step.
have no use for it, and it only weighs them down.
gravitate toward unusual landmarks, including (and especially) those their clients miss.
best content creators
know that little epiphanies lead to big breakthroughs.
draw strength and energy from their clients' core values, industry distinctions, and branding goals.
don't get mired in details. They focus on the big picture to create a contextual framework for the work they do.
B2B Content That Delivers
Leave Canned Boilerplate, Spin, and Industry Jargon Behind
Orient Yourself by
Asking the Right Questions
Ignore Low-Hanging Fruit.
Zero in on Interesting Features.
Be on the Lookout for
Soak Up Your Clients' Rays.
See the Forest for the Trees.
Use every tool at your disposal (data + empathy + creative energy) to
craft narratives that resonate.
Follow these steps, and your